According to the Data & Marketing Association, the direct mail consumer response rate climbed by 43% in 2016. Even better, compared to 2015, the prospect response rate jumped by 190 percent. Direct mail is still a powerful marketing tool, and adopting it is a game changer for any professional marketer.
The truth is that no form of marketing is effective 100% of the time. But some methods work better than others. For example, email marketing works well for promoting new products or services but not so great for generating sales leads. On the other hand, direct mail generates sales leads but not everyone who receives one wants to hear from you at this moment in time.
So which method should you use? That depends on what you're trying to achieve. If you want to generate sales leads, then direct mail is your best option. It's also useful for reminding customers about events or promotions that are coming up so they can be prepared with an offer. Finally, direct mail helps build relationships with customers by sending messages out occasionally even if they don't want anything now. In fact, according to the Data & Marketing Association, nearly half of all US consumers have changed their mind about not wanting to receive emails from companies they do business with.
Email may have taken over as the main way to communicate with customers, but that doesn't mean that direct mail is dead. In fact, it's becoming more important than ever before.
They recognize that, with improved targeting, direct mail is well worth the cost, with a 4.4 percent response rate compared to email's 0.12 percent response rate (according to Direct Marketing News). There are several direct mail solutions available to help your business flourish. Whether you need to send out annual reports or special offers, print ads provide a useful tool for reaching potential customers.
Print advertising is a great way to get your message into the hands of consumers at a low cost per impression. It is also a hard copy format which can help build relationships with clients and customers.
There are many different types of print advertisements including flyers, brochures, and newsletters. They can all be used to promote brands, products, services, and events. The more targeted they are, the better. For example, if you sell shoes, a flyer in a fashion magazine would be more effective than one in a sports journal. Print ads should always include an address where people can write back if they want more information or to buy something.
Direct mail marketing uses printed materials to communicate with current and potential customers. These letters often take the form of catalogs, pamphlets, or books that are sent by mail. They can target specific demographics within a city or region. Mailing lists of people who have expressed an interest in receiving such information can be purchased from companies that collect consumer data.
In comparison to other direct marketing channels, direct mail is seen to be the most cost-effective technique of eliciting the greatest reaction. Telemarketing often yields a greater response rate at a considerably higher cost per response. E-mail marketing has become increasingly popular in recent years as costs have declined and its effectiveness has been proven. For example, one study showed that e-mails were more effective than phone calls in generating sales leads.
Response rates for all types of direct marketing techniques range from 1% to 5%. The average response rate for all types of advertising, including print, radio, television, and online media, is about 2%.
Mailings to only those people who have given express permission to receive such communications can be considered "customized" and thus not subject to the general rule on list diversification. Mailings to all potential customers can be considered "general" and thus subject to the rule against list discrimination.
The term "response rate" refers to the percentage of people who answer an advertisement or message compared to the total number of people who saw it. That means that out of 100 people who saw the ad, 10 people responded.
A decent response rate will differ depending on the firm and its marketing and sales objectives. For most marketers, the typical rate is about 2%, although even a 1% rate is acceptable and feasible. When feasible, utilize your company's previous direct mail response rate as a guideline. Otherwise, simply ask past customers what percentage they received vs. what percentage you estimated to send out.
Here are some other factors that may affect your response rate: type of product being mailed; amount spent on postage; location of mailing address; method used to compile list; time since last letter was sent out.
With these things in mind, here are some good benchmarks for how well your mailings are doing:
10,000 letters mailed at $1.50 per letter yields $150,000 in revenue. A nice return on investment (ROI).
20,000 letters mailed at $0.75 per letter yields $300,000 in revenue. Again, a nice ROI.
50,000 letters mailed at $0.35 per letter yields $175,000 in revenue. That's more than double the initial investment!
It's hard to beat free money! At $0.15 per card, that's only $30,000 in revenue for exactly 50,000 cards. A very high return on investment.